Cannes Lions

PROTECT YOUR RIDE

OMD, New York / ARMORED AUTOGROUP / 2014

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Overview

Entries

Credits

Overview

Execution

We built a demonstration-heavy program to showcase everything Custom Shield could do. We invited top car guys to an exclusive event at the world famous Galpin Auto Sports Center where they were the first people to try the product. It was in their hands and on their cars, with the trusted automotive experts at Galpin (you may remember them from a little show called Pimp My Ride on MTV) helping testers. Everything was filmed and then streamed on the most legitimate and social auto sites, ultimately shared to millions of consumers.

To top it off, we held a contest for consumers to show the way they used Custom Shield, and the reward was a car guy’s dream come true – a private tour of the world’s most famous car collection worth over $50M (owned by US celebrity Jay Leno).

Outcome

With a teeny, tiny budget (it was less than what the Vice President of America made in 2013), for a product no one had ever heard of, we made a huge impact. Over 20 million people saw the product’s capabilities (that’s the entire of population of Australia), almost 10 million people searched for it (that’s Sweden’s population, in case you were wondering), 3 times more people entered the contest than we anticipated, and this brand new, confusing product became the most important tool in a guy’s arsenal of ways to protect his ride.

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